Problem Statement

• High Costs per click with SEM (Search Engine Marketing)
• Airline industry a Competitive market with Low margins

Target Goals

• Where do we allocate our marketing budget most efficiently?
• How can we reduce Cost/Click, increase revenue and optimize performance?
• Which search engine delivers the most ROI?

Variables of Interest

• Campaigns
• Impressions
• Click-through
• Cost/Click
• Revenue
• Single-click conversion
• Conversion Rate

Method

• Get familiar with case
• State Key Problems
• Import Data
• Massage Data | Rename NAs
• Descriptive
• Aggregate, Analyze and Visualize
• Summarize Key Findings

Key Findings | Performance Publisher

Key Findings | Bookings per Publisher

Key Findings | Transaction Costs per Publisher

Key Findings | Transaction Costs per Strategy

Next Steps

• Do branded keywords bring in more revenue?
• Are broad or focused keywords more profitable?
• Can assist keywords help increase conversion rate?